In this insight report we identify and analyze the strategic organization of the Nike Run Club digital platform in China, explaining why it successfully activated the interest of local runners. The campaign allowed Nike to communicate their long-standing association with running culture to their local Chinese target.

What you’ll learn:

How to structure digital engagement to amplify participation

How to use digital platforms to bring consumers together in real spaces

How to digitally introduce new product concept as part of a new consumer behavior

How to enable consumer participation and co-creation through social platforms

How to leverage emerging ‘city cultures’ to create a more intimate digital conversation with Chinese consumers beyond major cities

How to structure WeChat, Weibo and Mobile Apps to create a consistent ‘call to action’ for consumers in China

How to seed global content to fuel local behavior on digital platforms

How to leverage and build on cultural trends through digital activation